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Adding “near me” to your brand name, Amazon is showing your ads off-platform, and more. June 1, 2022 [Read in browser]( [logo] [sponsor]( Good morning. It’s a new month, which means we’ve got another Deep Dive ripe and ready for Insights members. This time, you’re getting 21 under-the-radar hacks for growing your brand and edging past the competition. If you’re a member, you’ll find access in your inbox. And if you’re not yet a member, you’ll find out how to grab these hacks below. MICROSOFT Targeting “workday consumers” and easing on crypto [article-image] Microsoft Advertising seems poised to take over the world. The tech giant announced they’re [expanding their ads services]( to Japan to reach more “workday consumers.” Shopping on the job: According to research, 61% of Japanese consumers spend their work hours researching products and making purchases. The Japanese market is especially interesting for Microsoft advertisers since there’s a high adoption of Windows OS, Edge browser, and Bing search engine. … Meanwhile, across the Pacific: Microsoft announced they’re loosening up their [cryptocurrency exchange advertising policy in the US.]( From now on, advertising crypto exchanges will be available on Microsoft Advertising Search Network only, and only for pre-approved exchanges. Why we care: Since the start of the year Microsoft has been making serious moves in the advertising space. That’s good news for advertisers who want to target new markets… And speaking of targeting… AMAZON Product targeting is going off platform We have mixed feelings about this one. What’s going on: On June 15, Amazon [will start placing your product targeting ad campaigns]( on “contextually relevant third-party websites and apps.” Basically that means Amazon will show your ads both on and off their platform… and there’s nothing you can do about it. Why we care: Amazon says the update will “help you further build your brand” by driving traffic from external sources. That sounds like a good opportunity… It also sounds like it would negate the point of product targeting ads—namely, to position your products with those of your competitors’. Still too early to tell if this is a “good” or “not so good” move on Amazon’s part… SPONSORED BY HOPIN 10 hot trends shaping the events industry [article-image]( What is the future of events? Will in-person events return to the same scale as before? Should event planners still plan for virtual attendees and live-streaming? Do attendees value virtual as much as in-person events? Events everywhere are making a comeback… But things have changed a lot in two years. That’s why Hopin interviewed innovative event leaders: [To find out what’s trending in the industry.]( They compiled their findings, useful resources, and the 10 hottest trends in event planning in their 2022 Event Trends Report. [Download it for free to discover:]( - What 18% of event professionals are doing to navigate uncertainty. - The event structure 63% of event professionals plan to use to increase the perceived value of their events. - How top event organizers are approaching attendee engagement. … And more. [Find out what’s in store for the future of events now.]( SEO Should you add “near me” to your brand name? [article-image] During their Q1 earnings calls, Google revealed that Maps searches for [shopping near me] were up 100% globally year-over-year. And if you work in local SEO, you’re probably aware that “near me” search optimization has huge potential for many businesses. … So much potential, that some companies went to extremes and added “near me” to their business name. Yes, there’s literally a company named Locksmith Near Me Miami… And that’s just one example. Moreover, in March, Google declared that searches for “open now near me” have grown globally by over 400% YoY. So, should you add “open now” to your business name as well? According to Chris Silver Smith, that tactic jumps the shark. [He explains in a Search Engine Land post]( that when a user searches for “business X near me,” Google returns the closest matching local businesses for the search terms within the Maps / Local listings. Essentially, it extracts the “near me” portion of the query, and matches the search with a business that is actually near based on the location data. Businesses with “near me” in their name will still show up in the search, but ranking will depend on the proximity to the searcher. So, the bottom line? There’s no advantage in changing your name. Optimizing for “near me” won’t move the needle when it comes to search. In fact, Google may consider the practice keyword stuffing, which can hurt your rankings. And on top of that, it’s not good for word-of-mouth or repeat business. So, yes, optimize for search. Just don’t “optimize” your brand or company name! SPONSORED BY INSIGHTS 21 under-the-radar growth hacks that can help you gain the edge over your competitors [article-image]( A simple tweak that a $75M company used to get their first 10k subscribers. A TikTok audience segment that marketers are ignoring. How to discover hidden Facebook Ads Interests. These are just some of the nuggets you’ll find in our Insights Deep Dive for June: [Fresh Growth Hacks.]( Want to get your hands on it? [Join Insights to unlock these fresh growth hacks and expand your market share.]( THE CREW'S INSIGHTS Want more sales? Sell paid memberships [article-image] If you want your customers to spend more, ask them to pay more in the form of a premium membership. Seriously. It sounds weird, but here’s how it works: [The Ariyh newsletter]( wrote about a study in which a brand introduced a $50-per-year subscription to its members. The results? People spent 225% more—an additional $27 per month, on average—when they were subscribed. And two-thirds of that increase was attributed to psychological factors, not actual subscription benefits. The Crew’s take: When people pay for something, they often feel obligated to use it. So as soon as someone buys your brand’s paid membership, your brand is immediately elevated above the rest in their minds. And when that person wants to buy something in your niche, you’re the first place they go to. This won’t work for every brand, but it’s absolutely worth testing. ROUNDING UP THE STACK [DESIGN:]( Shopify, Facebook, and Amazon use Superside to get quality design work at scale and at low prices. You can get your projects done by the top 1% of creative talent from around the world, all without vetting, interviewing, or hiring. [Start your project now.](* [PAYMENTS:]( The buy now, pay later (BNPL) space is getting a big boost. Stripe is partnering with Affirm, the official BNPL provider for Amazon, making it easy for millions of companies to use the option. Nice. [GOOGLE:]( No more editing or adding products on Google Business Profile… It’s all Merchant Center (MC) now. Oh, since the Products feature is now synced with MC, make sure you connect MC with your store and give your products free visibility on Google. [APPLE:]( Siri, are the rumors true? There are whispers that Apple is ready to announce their own search engine. Guess it makes sense… So many users buy MacBooks and iMacs only to use Google products, anyway. [GOOGLE:]( If you’re selling electric bikes, pay attention to how you list your products on your landing page, or based on this new policy, Google could reject your products. *This is a sponsored post. BRAIN TEASER 1=5, 2=15, 3=215, 4=3215, 5=? You can find the [answer here](. [poolside-logo] POOLSIDE CHAT Welcome to Constantinopolis [article-image] Ever thought about what it would look like if ancient Romans used Google Maps? Neither did we… but someone did. OmnisVae is an [Ancient Roman route planner]( based on the actual roads of the Roman Empire. It probably would have saved traders, patricians, plebeians, legionnaires, and other members of ancient society a lot of detours… and papyrus. And if you’re from Europe, you can use this map to check out nearby ancient cities. Or plan a five-year trip from Gesocribate to Palibotra… Urgh… Anyone know of a reliable ancient Roman Airbnb? SHARING IS CARING Our newsletter is better with a beverage. And we’d love to send you a special mug for your coffee, or tea, or… whatever you’re starting the day with. All you have to do is share our newsletter with other smart marketers, media buyers, and CMOs. When they subscribe, you can win a free mug. Plus, you can unlock other prizes along the way, like: - The Crew’s Top 10 Insights (2 referrals) - Access to the growing library of The Crew’s Insights (4 referrals) Sip. Mmm, not bad. Share the referral link below to get started. 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